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Marketing

Course developer

Course abstract

The course aims to provide an understanding of the role of marketing in today’s competitive and globalized world. The course deals with theoretical marketing matters, beginning with an analysis of marketing process elements through to an examination of global market trends. During practicals, students gain knowledge of consumers and their behaviour in the market as well as motivations to make purchases, goods and their qualities and prices as well as the ways and techniques of promoting the goods in the market, advertising and how to increase sales.

Learning outcomes and their assessment

Students will be able to demonstrate:
KNOWLEDGE of
The theoretical principles of marketing – the substance, functions and role of as well as trends in marketing. (test, individual practical assignment)
SKILLS to
Apply and analyse a set of marketing elements and a marketing management system, develop and make decisions pertaining to marketing, market research and pricing strategies; find a creative approach to analysing today’s changing market situation and implementing the acquired knowledge in practice. (practical assignments)
COMPETENCES to

Formulate, describe and analyse the elements of marketing as well as identify the need to apply modern marketing approaches to examining the performance of an enterprise by using the knowledge and skills acquired. (test, practical assignments)

Course Content(Calendar)

1. Substance, goals and types of marketing (2 h lectures/ 2 h practicals).
2. Internal, external and digital marketing environments (2 h lectures / 2 h practicals).
3. Marketing strategic planning and management (2 h lectures / 2 h practicals).
4. Consumer behaviour pattern in the physical and digital market (2 h lectures / 2 h practicals).
5. Physical and digital market segmentation and the identification of a target market (2 h lectures / 2 h practicals).
6. Product life cycle and product positioning (2 h lectures / 2 h practicals).
7. Marketing mix in the physical and digital market (2 h lectures / 2 h practicals).

8. Marketing plan (2 h lectures / 2 h practicals).

Requirements for awarding credit points

The student must successfully complete practical assignments during practicals and, at the end of course, complete and present an individual practical assignment on the marketing environment and opportunities for product promotion. The student must also pass a test on theory. The final assessment is cumulative.

Description of the organization and tasks of students’ independent work

The student must complete practical assignments on examining, analysing, planning and applying the marketing mix and marketing management systems with the aim of improving the performance of an enterprise. The student must examine the marketing environment and design a product promotion strategy. The student uses the knowledge gained during practicals to do an individual practical assignment on the marketing environment and opportunities for product promotion that must be presented during a practical.

Criteria for Evaluating Learning Outcomes

The final mark is cumulative and consists of the following pieces of assessment: activity during practicals and practical assignments done (30%), a test (20%) and an individual practical assignment (50%). 10% are equal to one point on a 10-point marking scale.

Compulsory reading

1. Praude V. Mārketings. 1. grāmata. Rīga: Burtene, 2011. 528 lpp.
2. Praude V. Mārketings. 2. grāmata. Rīga: Burtene, 2011. 348 lpp.

3. Praude V., Šalkovska J. Satura mārketings internetā. Rīga: Burtene, 2018. 256 lpp.

Further reading

1. Niedrītis J. Ē. Mārketings. 4. pārstrād. un papild. izd. Rīga: Biznesa augstskola Turība, 2008. 487 lpp.
2. Fisks P. Mārketinga ģēnijs. Jelgava: Jāņa Rozes apgāds, 2009. 390 lpp.
2. Dārziņa Ē. Vai mārketings ir lieki tēriņi? Rīga: Lietišķās informācijas dienests, 2011. 120 lpp.
3. Armsa B. Vietējais mārketings. Rīga: Zvaigzne ABC, 2007. 144 lpp.

4. Kotlers F. Mārketinga pamati. Rīga: Jumava, 2006. 647 lpp.

Periodicals and other sources

1. Kapitāls: žurnāls lietišķiem cilvēkiem: krāsains biznesa un ekonomikas žurnāls. Rīga :Lietišķās informācijas dienests. ISSN 1407-2505.
2. Latvijas Makroekonomiskais apskats Ekonomikas ministrija. www.em.gov.lv
3. E-komercijas jaunumi – www.ecommercetimes.com
4. Marketing Association. www.ama.org
5. European Journal of Marketing. ISSN: 0309-0566, www.emerald.com

6. Tirgus, sabiedriskās domas un mediju izpēte - www.kantar.lv

Notes

Compulsory course for the Faculty of Engineering professional bachelor programme Applied Energetics, specialization Energy Economics, full- and part-time studies.